Screens In The Ice?

If there's one thing I know about the work that goes into getting arena ice ready for a season of hockey, it's that it takes a lot of time and planning. Arena staff have to properly measure, align, and paint lines by hand for the various lines needed in hockey, and the bigger teams may include logos or elaborate designs in their lines. The logos seen in faceoff circles are usually large, printed logos that are installed below the ice surface and they're usually a static design for the entire season. But what if they didn't have to be?

The OHL's Guelph Storm announced today that they're upgrading the Sleeman Centre, and one of the new things that fans will see at the rink this year and beyond is an ice surface that changes its logos and advertising as the Storm see fit. Thanks to a Finnish company named LedFoil! With a number of European clubs using their technology, LedFoil is looking to break into the North American market with their in-ice LED technology where they likely will make a fortune!

Guelph will see it used at centre ice in place of their traditional, faceoff-circle team logo, and Storm vice-president of business Matt Newby told Mark Pare of GuelphToday.com, “Depending on what jersey we're wearing on a given game, or if we're doing a special event – which we're going to do with the Platers – it allows us to put that logo at centre ice instead of the Storm logo," adding, "It's an LED scoreboard in the ice, the entire centre ice circle."

This sounds interesting, right? The options for teams could be limitless depending on how creative they get, but I'm a definite "try it before you buy it" guy. What does this in-ice LED display look like when being used during a game? Is it as good as Newby suggests?

Waterloo, Ontario-based Athletica Sport Systems, who owns the North American distribution and selling rights, has a video up on YouTube, and I have to say that seeing what this technology can do might change how hockey looks in North America. Check it out below!
Before we go any further, that video is also two years-old, and the company has yet to post anything newer. I'd love to see some of the ways this technology is being used by hockey teams, but Athletica Sport Systems doesn't have those details available anywhere.

That's not a setback, though, because both Athletica Sport Systems and the LedFoil companies have images on their website where they talk about the cool science that goes into the LedFoil system.

"Smart LED-unit is installed inside the ice and is supported by a cloud-based content management software. It enables live interaction with fans and changes the event experience. First and foremost the digital in-ice display enables scalability which adds the number of sponsors and gives your club more time to seek advertising partners. Ultimately LEDFOIL ICE multiplies club's commercial income so that the core business, sport, would do better."

I'm not particularly excited about adding advertising to the ice, but I get how hockey in today's age works. Money matters when it comes to running a franchise and an arena, so finding extra revneue-generating spaces in an arena matters to owners. That's obvious.

Depending how deep an owner's pockets may be, LedFoil can be added to the ice from the "centre circle to the entire ice as well as to the boards". The LedFoil installation can show things like logos, videos, and animations, so you're likely going to see this in NHL arenas sooner rather than later when it comes to owners maximizing revenue dollars. For teams like Vegas, it could upgrade their pre-game productions further, so this technology could significantly change how hockey looks from an entertainment standpoint!

If you're wondering about the costs, there is nothing posted on either website and Guelph Storm's Newby "was hesitant to say what the cost would be, as he isn’t sure what the company is charging other teams". Being that scoreboards with video screens are usually hundreds of thousands of dollars, I would expect those kinds of numbers to be on an invoice for any arena that wants to install LedFoil. It certainly isn't a necessity for hockey at this point, but LedFoil's technology may eventually be part of the standard arena equipment one day if teams begin to see and realize benefits.

We'll have to keep an eye on Guelph's ice this season to see if this investment is worth it, but this technology is already being used in Europe by Czech club HC Dukla Jihlava and Finnish club Oulun Kärpät. If Guelph's financial statements at the end of the year show a big jump in advertising revenue, expect other teams to follow suit.

For as much as I dislike seeing ads plastered everywhere in rinks, on boards, on jerseys and helmets, and on the ice, it seems we're not far from having dynamic sets of ads appear inside the ice as well. Maybe hockey is actually the distraction from two hours of advertising?

Until next time, keep your sticks on the ice!